2012/13 Taught Postgraduate Module Catalogue

DESN5240M Creative Direction

30 creditsClass Size: 40

Module manager: Mr Mike Sheedy
Email: m.t.sheedy@leeds.ac.uk

Taught: 1 Apr to 30 Sep View Timetable

Year running 2012/13

This module is not approved as an Elective

Objectives

The ability to develop an advertising concept in relation to its visual appearance and tone of voice and the ability to articulate that vision through the skills and abilities of third parties is an essential creative and managerial skill. Equally managing and directing the creative energy of the traditional advertising team (Creative Director / Copywriter) is paramount in the successful development, delivery and realization of creative ideas and advertising campaigns.

Whilst the crafting of an advertising concept is a vital skill, there is much debate within the advertising industry about the relationship hierarchy between concept and craft and this module will highlight that debate.

Learning outcomes
On completion of this module students should be able to:
- visualise and orchestrate an appropriate visual appearance for an advertising concept or communication campaign;
- manipulate and control a variety of techniques, processes and media to create an effective and memorable form of communication;
- craft the various elements of a creative proposal into a coherent visual form;
- manage the skills and abilities of others to achieve a predetermined aim or vision;
- effectively integrate the skills of creative direction and copywriting.

Skills outcomes
- Employ design processes and techniques.
- Utilise a range of relevant media including audio and visual arts, sound, music, radio, photography, film, illustration and fine art.
- Create a dynamic interaction between creative direction and copywriting.

Syllabus

- Independent project, self directed and built on the knowledge acquired in Semesters 1 & 2.
- Tutorial sessions will be used to monitor and discuss the scope and format of assessed work in relation to the learning outcomes.

Teaching methods

Delivery type	Number	Length hours	Student hours
Lecture	1	2.00	2.00
Tutorial	5	0.50	2.50
Private study hours			295.50
Total Contact hours			4.50
Total hours (100hr per 10 credits)			300.00

Private study

It is a necessary requirement that advanced level students are able to conduct effective research and develop their own creative proposals independently, demonstrating their unique ability to generate original ideas and to present those ideas in visual form.

The seminar sessions are designed to provide feedback to current proposals, the student should demonstrate their ability to evaluate the validity and appropriateness of that feedback and develop the communication concept accordingly.

Equally the visual development and articulation of the creative concept relies upon individual judgement and analysis and this must be learnt through personal exploration and experimentation, testing the proposal, employing recognised methods, against the strategic aims of the communication objective.

Opportunities for Formative Feedback

Student progress is monitored through individual tutorials throughout the module.

Methods of assessment

Coursework

Assessment type	Notes	% of formal assessment
Report	project report - 1,500 words	10.00
Oral Presentation	20 minutes	10.00
Poster Presentation	Evidence of research and analysis, presenting creative proposals, aligned with strategic objectives via Concept Boards and or Storyboards and other visual presentation devices.	30.00
Reflective log	Evidence of an evolving and distinctive creative concept, idea generation and development.	10.00
Portfolio	Camapign concept effectively delivered via a minumum of three media channels. Executed to a high professional standard.	40.00
Total percentage (Assessment Coursework)		100.00

Poster presentation - Evidence of research and analysis, presenting creative proposals, aligned with strategic objectives via Concept Boards and or Storyboards and other visual presentation devices. Reflective log - Evidence of an evolving and distinctive creative concept, idea generation and development. Portfolio - Campaign concept effectively delivered via a minimum of three media channels. Executed to a high professional standard Creative teams can be formed for this module, conditional upon clear guidelines being determined which outline the individual contribution of each team member to submitted coursework.

Reading list

The reading list is available from the Library website

Last updated: 07/02/2014

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